General

General is the strongest brand of Swedish Match and market leader in Sweden. For many consumers, this brand is synonymous with Snus. General has a truly unique taste and its history dates back to the 19th century.

General – a premium Snus with over 150 years of history

The story of General is closely linked to the story of the freemason and entrepreneur Johan A. Boman. Over 150 years ago, he created the first pinch of General revolutionizing the Snus flavor at that time. With unimaginable attention to detail and penchant for perfectionism, Boman aspired to develop the perfect Snus that lived up his personal standards of taste and quality. He spent no effort or expense, travelled around the world to find the best tobacco leaves and extensively tried out various recipe combinations. His passion for perfection would not even miss out the production process. He would use only the finest parts of the leaves, removing any stems or veins. His tobacco was sun dried and aged longer than usually at that time which resulted in a full and well-balanced aroma.
After four years of development and continuous refinements Boman finally created his perfect Snus recipe in 1866 – General Snus was born. Finest selection of 22 tobaccos combined with a drop of bergamot oil and slightly refined with a touch of pepper and citrus. The basic idea is widely known but very few master tobacconists are able to recreate the unique General flavor.
Nowadays, just as it was 150 years ago, General stands for premium Snus of superior quality, thereby preserving the tradition of Johan A. Boman’s work. General’s portfolio comprises a wide variety of products in stylishly designed cans and different formats including Loose, Portion, Long, Mini, White, Strong, Extra Strong and Onyx.